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RFU announce the CEO tasked with turning around its financial plight

By Alex Shaw
Twickenham Stadium (Getty Images)

The Rugby Football Union has been searching for a new Chief Executive Officer since they parted ways with Steve Brown in November.

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Brown had only been in the role for 15 months, but the union had faced challenging financial times during his tenure, with the RFU posting losses of £30.9m for the last financial year, as well as having made numerous redundancies in a cost-cutting exercise.

There had also been talk of reducing the match fees paid to England players, whilst the renovation of the East Stand at Twickenham, which was completed last year, ended up costing £26m over budget, at a total cost of close to £80m.

The RFU has confirmed that Bill Sweeney, the former British Olympic Association CEO, is set to take up the same position at the RFU.

Sweeney had been at the BOA since 2013, after leaving his role as Head of Global Business Development at Puma. His role at the BOA saw him oversee sporting, commercial, brand and communications departments, as well as being in overall charge of the BOA’s preparation for the summer and winter Olympics.

Speaking on the hire, RFU chairman Andy Cosslett had the following to say.

“We are delighted to announce Bill’s appointment as CEO. He brings a rare combination of experience from the worlds of blue chip business and elite sport and has a tremendous track record in both. His passion for the game is deep rooted and this will stand him in very good stead.”

Bill Sweeney during 2016 Olympics. (Photo by Ross Kinnaird/Getty Images)
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The RFU had reportedly been looking for someone to fill the void who could help get the organisation back on a sound financial footing and they will be putting their faith in Sweeney, who also has time at Adidas on his CV, where he was the Senior Vice-President of Global Apparel.

Sweeney was also quick to acknowledge his strong feelings towards the game in the announcement of his arrival.

“I leave behind a very strong British Olympic Association, both financially and in readiness for Tokyo 2020. This is the only opportunity that I would have left the BOA for. From the grassroots game to our England teams, rugby’s values and opportunities are very special. I am passionate about the game and it is an honour to be joining the RFU team.”

Previously, the England head coach has reported to the RFU’s CEO and with the union in search of a new coach after the upcoming Rugby World Cup, Sweeney’s imminent arrival could mean he is included in the job search, although Nigel Melville will continue to act as Interim Chief Executive until Sweeney arrives, with dates to be agreed soon.

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Watch: The England players in training during the Six Nations rest week

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Trevor 19 minutes ago
Will forgotten Wallabies fit the Joe Schmidt model?

Thanks Brett.. At last a positive article on the potential of Wallaby candidates, great to read. Schmidt’s record as an international rugby coach speaks for itself, I’m somewhat confident he will turn the Wallaby’s fortunes around …. on the field. It will be up to others to steady the ship off the paddock. But is there a flaw in my optimism? We have known all along that Australia has the players to be very competitive with their international rivals. We know that because everyone keeps telling us. So why the poor results? A question that requires a definitive answer before the turn around can occur. Joe Schmidt signed on for 2 years, time to encompass the Lions tour of 2025. By all accounts he puts family first and that’s fair enough, but I would wager that his 2 year contract will be extended if the next 18 months or so shows the statement “Australia has the players” proves to be correct. The new coach does not have a lot of time to meld together an outfit that will be competitive in the Rugby Championship - it will be interesting to see what happens. It will be interesting to see what happens with Giteau law, the new Wallaby coach has already verbalised that he would to prefer to select from those who play their rugby in Australia. His first test in charge is in July just over 3 months away .. not a long time. I for one wish him well .. heaven knows Australia needs some positive vibes.

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B
Bull Shark 4 hours ago
Jake White: Are modern rugby players actually better?

Of the rugby I’ve born witness to in my lifetime - 1990 to date - I recognize great players throughout those years. But I have no doubt the game and the players are on average better today. So I doubt going back further is going to prove me wrong. The technical components of the game, set pieces, scrums, kicks, kicks at goal. And in general tactics employed are far more efficient, accurate and polished. Professional athletes that have invested countless hours on being accurate. There is one nation though that may be fairly competitive in any era - and that for me is the all blacks. And New Zealand players in general. NZ produces startling athletes who have fantastic ball skills. And then the odd phenomenon like Brooke. Lomu. Mcaw. Carter. Better than comparing players and teams across eras - I’ve often had this thought - that it would be very interesting to have a version of the game that is closer to its original form. What would the game look like today if the rules were rolled back. Not rules that promote safety obviously - but rules like: - a try being worth 1 point and conversion 2 points. Hence the term “try”. Earning a try at goals. Would we see more attacking play? - no lifting in the lineouts. - rucks and break down laws in general. They looked like wrestling matches in bygone eras. I wonder what a game applying 1995 rules would look like with modern players. It may be a daft exercise, but it would make for an interesting spectacle celebrating “purer” forms of the game that roll back the rules dramatically by a few versions. Would we come to learn that some of the rules/combinations of the rules we see today have actually made the game less attractive? I’d love to see an exhibition match like that.

29 Go to comments
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